• Uswatte relaunches snack, blending tradition and innovation

Uswatte Confectionery Works last week announced the revival of its beloved snack, Chirpy Chips. Having been absent from shelves for decades, the return of Chirpy Chips signifies more than just the relaunch of a popular snack; it marks a nostalgic revival that has the potential to reshape the snack food market in Sri Lanka.

The event, attended by industry veterans, food enthusiasts, and loyal Uswatte customers, was a celebration of tradition meeting innovation, as a brand that had once been a staple in every Sri Lankan household was making its triumphant return.

The revival of a classic

For those who remember the 90s, Chirpy Chips was a snack synonymous with childhood memories. First introduced in 1994, these potato chips quickly gained a loyal following, only to be taken off the shelves due to government policies restricting the import of high-quality potatoes. However, with changing times and Uswatte’s relentless pursuit of excellence, the beloved Chirpy Chips has been resurrected, much to the delight of snack lovers across the island.

Uswatte Confectionery Works Managing Director Shanura Perera took the stage, sharing that his vision for Chirpy Chips went beyond simply reviving a brand; it was also about reestablishing a connection with Sri Lankan consumers through taste, quality, and nostalgia. “We’re not just relaunching Chirpy Chips as they were; we’ve taken great care to enhance the product with new technologies in manufacturing and packaging. While the taste remains as memorable as ever, the methods we use to craft the chips now meet the highest global standards. It’s a blend of tradition and innovation, and that’s what sets Chirpy Chips apart.”

Speaking on the connection with their consumers, he added: “Our goal with Chirpy Chips is to rekindle the emotional connection people had with the brand. We understand the significance of nostalgia, especially in a fast-paced world where people are looking for familiar comforts. But it’s not just about bringing back memories; it’s about creating new ones. We want Chirpy Chips to be a part of people’s everyday lives again, just as they were in the 90s.”

Perera’s words echoed through the room, resonating with an audience that had grown up with Uswatte’s products. As he spoke, it became clear that this wasn’t just about selling chips; it was about honouring a legacy while setting new standards for the future of the snack food industry in Sri Lanka.

Crafting the perfect chip

At the heart of Chirpy Chips is Uswatte’s commitment to quality. The chips are meticulously crafted using pure potatoes, promising 100% food value in every bite. Available in three tantalising flavours – cheese and onion, salted, and hot and spicy – Chirpy Chips caters to every palate. Whether you crave a zesty kick or prefer the simplicity of salted goodness, there’s a Chirpy Chip for everyone.

As we sampled the different flavours at the event, it became evident that the revival of Chirpy Chips was not just about reintroducing a product but elevating it to meet modern-day expectations. The cheese and onion variety offered a perfect balance of savoury notes, while the hot and spicy brought the heat without overwhelming the taste buds. The salted chips, a classic, delivered on the promise of simplicity done right.

What stood out most, however, was the texture – crispy yet light, a testament to the care that goes into every batch. These are not just chips; they are an experience.

Speaking on packaging and sustainability, Perera added: “As we move forward with Chirpy Chips and other product lines, sustainability remains a key focus. From sourcing our ingredients to packaging and distribution, we’re committed to minimising our environmental impact. We believe that as a leading confectionery brand in Sri Lanka, we have a responsibility not just to our consumers but to the planet as well.”

A snack for all

One of the key messages from the event was the accessibility of Chirpy Chips. Priced affordably, with sizes ranging from 16g to 73g, Chirpy Chips caters to every consumer. Whether you’re grabbing a quick snack on the go or looking for something to munch on during a movie night, Chirpy Chips fits the bill. The brand’s strategic pricing ensures that quality is not compromised, even as it remains within reach for a wide audience.

“We wanted to create a product that everyone could enjoy,” explained Uswatte Confectionery Works Chairman Quintus Perera. “Potato chips are king among snack foods worldwide, and we’re proud to bring Chirpy Chips back to Sri Lanka with the promise of premium quality at an affordable price.”

Perera’s vision for Chirpy Chips is clear: he sees them not just as a snack but as a staple in every household. His belief in the product’s potential to become Sri Lanka’s number one snack food choice was infectious. As he spoke, we couldn’t help but think about the countless road trips, lunch breaks, and family gatherings that Chirpy Chips would soon become a part of.

Raising the bar for snack foods

The relaunch of Chirpy Chips is about more than just nostalgia; it’s about raising the bar for snack foods in Sri Lanka. Uswatte’s dedication to international standards of taste and satisfaction is evident in every aspect of the product, from the quality of the potatoes used to the innovative packaging designed to keep the chips fresh and crispy.

As Shanura Perera put it: “We’re not just bringing back a brand; we’re bringing back a legacy. Chirpy Chips will once again set the benchmark for snack foods in Sri Lanka.”

This dedication to quality is part of what has kept Uswatte Confectionery Works at the forefront of the industry for over 68 years. From humble beginnings to becoming a household name, Uswatte’s journey has been marked by an unwavering commitment to excellence. The revival of Chirpy Chips is a continuation of that journey, one that promises to captivate a new generation of snack enthusiasts.

As the evening drew to a close, it was clear that Chirpy Chips’ comeback was more than just a marketing move; it was a symbol of Uswatte’s commitment to its customers and its legacy. The brand’s relaunch comes at a time when consumers are increasingly looking for snacks that combine quality with convenience, and Chirpy Chips checks both boxes.